Rebuilding brand America : what we must do to restore our reputation and safeguard the future of American business abroad / Dick Martin.

Format:

Book

Author/Creator:

Martin, Dick, 1946-

Language:

English

Subjects (All):

Brand name products--United States.

Brand name products.

Branding (Marketing)--United States.

Branding (Marketing).

International economic relations.

Anti-Americanism.

Anti-Americanism--Arab countries.

United States--Relations.

United States.

Physical Description:

296 p. : ill.

Edition:

1st ed.

Place of Publication:

New York : American Management Association, c2007.

Language Note:

English

Summary:

Anti-American feeling is at an all-time high. Other nations and cultures have singled out our businesses, government, and way of life for harsh scorn, widespread resentment, even violence. Rebuilding Brand America is an exploration of anti-Americanism, from its causes and earliest manifestations to current efforts to mitigate it. Martin explains why many of these efforts failed, and reviews the many prescriptions formulated by more than a dozen task forces.

Contents:

Tilting at windmills

The queen of branding

Charlotte in wonderland

The prince of pollsters

Measuring distance in kilograms

Why do they hate us?

The pictures in their heads

The business of America

The power of brands

Brand America

CEOs in handcuffs

Plague or paranoia?

In search of anti-anti-Americans

The path to happy

Sink roots, don't just spread branches

Go glocal

Share your customers' cares

Stiff-necked, tree-hugging critics

Share your customers' dreams

Myth America

A lever to move the world

Waging peace.

Notes:

Title from title screen.

Includes bibliographical references (p. [263]-287) and index.

Digitized and made available by: Books24x7.com.

ISBN:

9786611128548

9781281128546

1281128546

9780814429969

0814429963

OCLC:

77565112